Opting out of behavioral ad tracking may get easier

A number of major advertising groups have banded together and proposed a new …

A number of major advertising associations have banded together to announce a self-regulatory program that would allow users to opt out of ad tracking. The program revolves around the awkwardly named "Advertising Option Icon"—an icon that websites could place on their site that would allow users to get more information on why they're being targeted for ads and let them control their data collection.

The program is based on an industry report from July 2009 titled Self-Regulatory Principles for Online Behavioral Advertising, which focuses on education, transparency, and consumer control when it comes to targeted ads. The participating organizations include the Association of National Advertisers, Direct Marketing Association, the Better Business Bureau, Interactive Advertising Bureau, and Network Advertising Initiative. And, lest you assume this is a small effort, these trade groups represent some 5,000 other companies when it comes to advertising on the Web, so they have some pull.

The Advertising Option Icon is, as it says in the name, an icon that is meant to let users know which sites are participating in behavioral tracking. According to the announcement, it's meant to "enhance the efforts of the growing number of companies that are already using similar mechanisms to deliver enhanced notice to millions of consumers" (translation: make it easier for companies to communicate what they're doing to customers).

"By clicking on it, consumers will be able to link to a clear disclosure statement regarding the company's online behavioral advertising data collection and use practices as well as an easy-to-use opt-out option," the companies said.

There are some things the program won't do. For one, the icon is only suggested, so don't expect to see 5,000 websites begin using it tomorrow. It also won't result in fewer ads if you decide to opt out—you're opting out of the tracking in order to get targeted ads, so if they can't target you, the participating companies will just serve you more generalized advertisements.